NB Plc Dumps John Ehiguese’s Mediacraft, Synthesis In PR Pitch

John Ehiguese’s Mediacraft have lost out in a review pitch by
Nigerian Breweries after a competitive bid that saw the agency displaced
by one of the new comers in the Public Relation sector. Another big
causality in the contest is Synthesis Communication.

BRANDINFO gathered that Adetokunbo Modupe’s TPT International and Ayeni
Adekunle’s Black House Media were the only incumbent agencies that
retained their place on NB Plc’s roster. The other winner was Chude
Jideonwo’s led Red Media Africa, a new entrant on the NB Plc business.

The review pitch was called by the brewery company as part of plans
to expand Nigerian Breweries’ mindshare and consolidate its position as
the leading brewery company in Nigeria.

Though an official announcement has not been made to that effect by
the brewery giant, but our source noted that the winners have been
informed about the outcome of the pitch. And letters have been
dispatched to that effect.

Until the review pitch was called, four agencies TPT International,
Black House Media Mediacraft Associates and Synthesis Communication were
on the roster of the brewery giant. The outcome of the pitch has
surprised pundits, who had tipped Mediacraft and Synthesis to retain the
account.

It was also speculated that the Iganmu based company was going to
increase the number of PR agencies on its roaster because of the
acquisition of Sona Breweries. But the company has instead cut down the
number to three from the previous four.

Out of the three agencies that have emerged victorious in pitch, Red
Media Africa is the only new agency chosen and pundits are keen to see
how the fledging agencies will handle the NB account, which is
considered to be one of the most challenging in the industry.

Red Media Africa’s selection by NB comes on the heels of other major
PR jobs. In the last couple of months, the agency has worked with Access
Bank, Intel and the British Council. Red Media Africa’s subsidiary,
StateCraft Inc, was also the official communication agency for the
Buhari/Osinbajo Presidential Campaign.